Background

ICM is the organization that manage research and prevention on brain diseases. Their mission is both in preventing the disease and creating good conditions for people that are living with it making it a huge social challenge.
The brief was to raise awareness in order to then collect as much donation as possible so ICM can work in the best conditions.

Describe the creative idea

#ShakeParkinsonsOff is a mobile film made to experience the reality of Parkinson’s.
The film takes us through different steps of Tom's life. We live the key moments of his life and the different emotions that made him tremble. When he gets older, his tremor is no longer due to the emotions but to Parkinson's disease itself, and from that moment they don’t stop anymore.
But to make the film an immersive experience, we integrated a simple hack of YouTube API.
We tweaked the subtitle system of the YouTube player to synchronize the smartphone’s vibrating alert with the #ShakeParkinsonsOff film.
The technology now recreates the tremors of Parkinson’s and fuels a unique emotionally powerful experience.
Any time Tom’s hands tremble, the smartphone of the viewer vibrates, making his hands tremble too.
And as the Parkinson’s disease touches Tom, the vibration becomes worse.
The only way to stop it is… Donate

Describe the strategy

We discovered that people that donate are mostly people directly touched by Parkinson disease. In the light of this data we decided to search the most impactful way to put the general public as close as possible to Parkinson’s disease. The approach was then to make Parkinson symptom relevant to non-affected people by triggering emotions and sensations they relate to.

Describe the execution

Different stages in the campaign's launch:
1 – 6th of April: The prelaunch of the international PR.
The purpose was to spread the campaign all over the world to touch the major medias.
2 – 9th of April: The launch of the French PR
We invited journalists in a theatre to make them experience the campaign #ShakeParkinsonsOff
We worked with Gaumont and a South Korean company to configure the seats of the new 4DX room. Those rooms use high-tech motion seats and special effects to simulate sensations. We focused on the tremors of the seats to synchronise them with our main character’s tremors.
3 – 11th of April: World Parkinson’s disease day
The beginning of the French campaign:
- On TV with the 60’’ and the 30’’ films
- On digital/social with videos and banners
- In theatres with the 60’’ film in the Gaumont/Pathé and CGR networks.